March Toward A Plate Full of Wings

Round ball and wings. That’s what the “N C Two A” has wrought.

According to the Minneapolis Star Tribune, March is Wild Wings’ busiest time of the year. Last year the Golden Valley-based dining chain’s guests ate more than 63 million traditional and boneless wings during the tournament.

Kathy Benning, executive vice president for marketing and brand development at Buffalo Wild Wings says, “We love tournament time, and our guests do too.”

Despite the obviousness in the data, the brand’s new agency spent several months researching the topic. Rob Buchner, Fallon’s chief marketing officer said Fallon dispatched planners across the Buffalo Wild Wings system to study its customer base.

“We dined with them, we drank with them, we got into their homes,” he said.

For more on this campaign, see Tim Nudd’s story in Adweek. He discusses the portrayal of men as dumbasses and concludes: “A game, some wings, some beer—and ads that don’t worry about offending you. That’s all men really want out of March Madness, anyway.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.